Founded by kwaito star Arthur Mafokate in the early 1990s, 999 Music quickly grew from humble beginnings to become a major player in the entertainment industry, redefining music in South Africa and neighboring states through kwaito. In 1997 the company ventured into the world of marketing and promotions, organizing various corporate campaigns.
Some of the artists who have been discovered, managed, represented, promoted or produced by the label include Lira, Chomee, Mandoza, Speedy, Aba Shante, Queen, the late Brenda Fassie, Joe Nina, the late Lebo Mathosa of Boom Shaka, Jeff Maluleke, Chiskop and many other high-profile artists.
999 Music currently has artists from various music genres ranging from jazz, Afro-pop and gospel to house and kwaito. Several 999 artists have been nominated or have won top awards, including SAMAs, Metro's and Kora's.